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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. Google's association with what country signals the potential for the company to compromise its values?
(a) Russia.
(b) France.
(c) Germany.
(d) China.

2. What is the main intention of the Patriot Act when Congress passes it?
(a) To trace phone calls made by terrorists before the 9/11 terrorist attacks.
(b) To gain information needed to prevent future terrorist attacks after the ones on 9/11.
(c) To tap into the phone lines of U.S. citizens without a legitimate reason.
(d) To attain the location of the terrorists responsible for the 9/11 attacks.

3. What does "GDS" stand for?
(a) Google Directory Search.
(b) Google Desktop Search.
(c) Google Domain Search.
(d) Google Database Search.

4. According to Battelle, what two entities are public companies held accountable to?
(a) Its competitors and shareholders.
(b) Its leaders and shareholders.
(c) Its advertisers and customers.
(d) Its customers and employees.

5. Which discovery leads Battelle to contemplate the Internet's role in life?
(a) The oldest written story.
(b) The oldest written poem.
(c) The longest written novel.
(d) The shortest written novel.

Short Answer Questions

1. Who would the "perfect search" work similarly to?

2. How does Battelle describe the path Google is taking?

3. What does the "semantic Web" idea entail?

4. What does "SEO" stand for?

5. What position is Shona Brown hired for?

Short Essay Questions

1. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

2. What is Google's motto and what is Battelle's opinion on it?

3. What eventually leads Google to begin selling stock in the company?

4. What business practice discussed in Chapter 8 might be perceived as an abandonment of Google's motto?

5. Briefly describe some of the troubles Google experiences during the months before becoming a public company.

6. How can clickstream analysis lead to the further development of search?

7. Describe the main difference in the way Google and Yahoo approach Internet search.

8. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?

9. What part of Larry Page's letter offends Wall Street and why? To whom was the letter addressed?

10. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

(see the answer keys)

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